Advertising by Design

Preface Acknowledgments 01 Advertising Is . . . The Purpose of Advertising Broad Advertising Categories Advertising Takes Many Forms Media Channels: Paid, Owned, and Earned Who Creates Advertising The Ad Agency Social Responsibility Career Competencies and Expectations What You Need to Know to Begin Sample Creative Brief Interview with Justin Moore, creative director, Venables Bell and Partners 02 Composition by Design Parts of an Ad Image/Copy Relationship Constructions Basic Design Principles Directing the Viewer's Gaze through a Composition Point of View Illusion of Spatial Depth The Illusion of Movement Campaigns by Design: Triplets versus Cousins Integrated Media Campaigns Start Designing 03 Type and Image by Design Type by Design Clarity of Visual Communication Selecting a Typeface for Idea, Content, and Audience Image by Design Imagery Basics of Visualizing Form Integrating Type and Image Interview with Milton Melendez, creative director, Red Urban 04 Building a Brand Narrative in the Digital Age Strategic Thinking Underpinning the Brand Story Brand Story Considerations Strategic Approaches Brand Storytelling Interview with Kevin Roberts, chairman, Saatchi & Saatchi 05 The Ad Idea Six Essential Questions Seeking an Insight Tools Idea-Generation Process Thinking Creatively: More Points of Departure for IdeationInterview with Dave Snyder, executive creative director, Firstborn 06 Storybuilding and Content Creation in the Digital Age Storybuilding in the Digital Age The Core Brand Narrative: The Story Ecosystem Telling a Shareworthy Story Story Basics Story Starters Essay by Alan Robbins, professor, Michael Graves College Interview with Scott Goodson, founder, StrawberryFrog Story Starters: Exercises and Projects 07 Deconstructing Model Formats The Appeal of Transformation Conveying the Advertising Message Basic Formats Interview with Sophia Lindholm, senior art director, Forsman & Bodenfors 08 Copywriting Which Comes First: The Image or the Copy? Words and Image: How Should They Work Together? Taglines The Writing Process Start Writing 09 Thinking Creatively Tools That Stimulate Creative Thinking Creativity through Making Interview with Rosie Arnold, executive creative director, BBH 10 Animation, Motion by Design & Commercials: TV, Web & Film Motion Serves the Idea and Storytelling Storyboard Ten Guiding Principles for Storytelling in Animation or Motion How a Commercial Looks: Design Essentials Commercials and Social & Web Films Strategy/Idea/Benefit/Channel Interview with Mark Jackson, chief technology catalyst, McCann Worldgroup 11 Digital by Design: Mobile, Social & Websites Experience Focused/Media Agnostic Website Basics Branding Mobile by Design Desktop Website Design Website Development Social by Design Essay by Manik Rathee, user-experience designer, Google Interview with Gerard Crichlow, director of social and cultural innovation, AMV BBDO Glossary Bibliography Index